A great product without the right retail channel is like a masterpiece hidden in the wrong museum. In this Paper, I explain why product-channel fit is critical for international brands entering the U.S. and how understanding retail psychology builds lasting success.

Translation alone doesn’t build trust. Based on my direct experience leading brands into the U.S., I explain why emotional language, cultural tone, and consumer storytelling are critical for brands entering a new market and how mastering them builds loyalty.